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TOUR8005 - Strategic Marketing

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Title:Strategic Marketing
Long Title:Strategic Marketing
Module Code:TOUR8005
 
Credits: 5
NFQ Level:Advanced
Field of Study: Tourism
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Noel Murray
Module Author: GRAINNE DALY
Module Description: This module introduces the student into the strategic domain of marketing and covers the main perspectives of strategy within a marketing context.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Analyse the main theoretical perspectives of marketing strategy and implications for tourism and hospitality businesses.
LO2 Appraise strategic marketing models and how their application can assist decision making within a marketing context
LO3 Combine the elements of marketing to construct a marketing plan.
LO4 Construct a framework that will take into account a strategic market planning approach to hospitality and tourism.
LO5 Identify the importance and trends in Internationalisation within a Hospitality and Tourism context.
LO6 Recommend marketing strategies and control mechanisms available to a company.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Strategic Marketing Environment
Characteristics and trends in strategic market management, External and Customer analysis, market and sub-market analysis, dimensions of environmental analysis, understanding competitors, sustainable competitive advantage
Strategy and use of models to aid decison making
Ansoff and the role of growth strategies in the market place , use and application of portfolio models - BCG, GE grid, PIMS, benefits and limitations of portfolio models, strategic options.
International and Global Marketing in Tourism and Hospitality.
International Marketing Environment, Modes of Entry into international markets, International Marketing, Globalisation of markets, trends in tourism and hospitality markets.
Strategy in tourism
Strategic options , implementation and control, Operations control versus strategic control. The marketing audit.
Marketing Plan
Marketing plan - situational analysis, objective setting,target markets, marketing tactics and application of strategic tools, writing of marketing plans, measurement tools, marketing metrics. Strategic positioning.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions In class test on strategic marketing models, contextual frameworks, portfolio analysis, market analysis, growth strategies. 1,2,4,6 20.0 Week 7
Written Report project reflecting application of strategic marketing in a tourism and hospitality context. 1,3,4,5 20.0 Week 10
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6 60.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture In class Lecture 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent Reading & Learning 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture In class lecture 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent reading and study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • David A. Aaker, Damien McLoughlin 2007, Strategic market management, Wiley Hoboken, NJ [ISBN: 9780470059869]
  • Kotler Chernev 2014, Strategic Marketing Management, 8th edition Ed.
  • Kotler P & Keller 2006, Marketing Management, 12th Ed., Prentice Hall [ISBN: 0131457578]
  • Kotler P BowenJ Makens J 2006, Marketing for Hospitality and Tourism, 4th Ed., Prentice Hall [ISBN: 0131193783]
  • Drummond G EnsorJ Ashford R 2007, Strategic Marketing - Planning and Control, 3rd Ed., Elseiver Press [ISBN: 978-0-7506-8271-8]
  • Fifield P 2008, Implementing Market Strategies, Butterworth Heinemann [ISBN: 978-0-7506-8631-0]
  • Kotler Chernev 2014, Strategic Marketing Management, 8th edition Ed. [ISBN: 978-19365721]
  • Aaker, McLoughlin 2014, Strategic Marketing Management Global Perspectives, 1 Ed., Wiley India [ISBN: 9788126548927]
Supplementary Book Resources
  • Kerin R & Peterson R 2006, Strategic Marketing Problems Cases and Comments, 11th Ed., Prentice Hall [ISBN: 9780131871526]
Recommended Article/Paper Resources
  • Journal Tourism Management [ISSN: 02615177]
  • Journal Journal of Marketing [ISSN: 03090566]
  • Journal Harvard Business Review [ISSN: 007178012]
  • Journal Annals of Tourism [ISSN: 01607383]
  • Journal Cornell Hospitality Quarterly [ISSN: 19389663]
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_OHOMA_8 Bachelor of Business (Honours) in Hospitality Management 2 Mandatory
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 8 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie